"This won't be the survival of the fittest, it will be the survival of the smartest"

Elaine Coulthard, October 2020

Abhi published this interview this week with the truly fabulous Elaine Coulthard, fitness industry consultant and expert.  How to cope with Covid in the fitness industry is challenging all of us.  This interview gets Elaine's expert perspective and advice.

I do not say this lightly but I loved this interview and the quote above should make anyone in the industry click and watch because you WILL learn.

I wanted to write my perspective on the interview and what I took from it.  I hope you find it useful.

Elaine began by emphasising how impressive the fitness industry has been during this global pandemic, particularly in regard to showing adaptability.  She describes how the fitness industry has always just 'got on with it' and how everyone is this situation has risen to the challenge and I could not agree more with this.  Elaine also identified that club sales were encouraging which is greatly encouraging for the sector.

After praising the work of UK Active (again I am in complete agreement!) Elaine gave some great examples of how impressive the embracing of digital has been.  These examples ranged from great fitness presenters that she knows to her hiring, training and managing a Club Director extremely effectively, and yet, has never actually met him.  These are the times we are living in and those that are embracing it will stand the best possible chance.

Abhi's second question to Elaine was around any trends she is seeing.  Really interesting for our community to hear her response to this because I thought it was incredibly insightful.  Elaine identified that there is a real hybrid fitness requirement/profile developing.  Those that are comfortable going to the gym are also very comfortable with home digital workouts too and as operators we must understand, embrace and evolve our service and offerings to this.  She gives clear, structured advice on how to do this.

For General Managers and Club Managers out there Elaine gave fantastic advice, beginning with understanding how hard their jobs currently are!  With that understanding, giving clear advice on some key focusses around communication, being member facing, relentless cleanliness and keeping an eagle eye on costs within the P&L are all things I think are valuable to club managers up and down the UK currently.

When Abhi then asked about what 3 things Elaine would advise GMs for their best chance of success in these times, I loved that all 3 were linked to retention.  You must watch this part as she describes how having fun, not just focusing on the 'fit' and community is awesome.

Lastly, from Elaine's perspective, this isn't about how will we be in 12 months, its more about the next 24 months.  Times are going to hard, perhaps even harder than we have already experienced.  Solvency and survival will be impressive.  That is not to be pessimistic, this is realistic and I for one agree with her.

Ill close with two final points that I loved from this that Elaine said.

1. Trust in the gym you go to is more important than price.  So all operators and leaders out there ensure you are delivering and communicating the safest environment for your community that you can.

2. "This wont the survival of the fittest, it will be the survival of the smartest".

Thank you to Elaine, a truly insightful interview from and expert that also happens to be a true friend.

If you are keen to watch another great recent interview, check out Neil Randall's, more great advice and perspective there too.

Thanks everyone and speak soon

Lawrence